At first glance, the multi-year licensing partnership between Boxto (Mexico) and Nicklaus Companies is a win-win situation. I see 3 advantages:
- Increase brand awareness and trust;
- You can enter new markets;
- International expansion.
I wonder if the Nicklaus brand can still have an impact/influence on the younger generations (e.g., Millennials, Gen Z) who only know Jack Nicklaus from stories.
The new Nicklaus-branded shoes will be offered in two of Boxto’s most popular styles – the Legacy Pro, featuring cutting-edge performance and comfort, and Heritage Malaga, which embraces a trendy, traditional inspiration.
The Legacy Pro ($249 USD) is a white, plain-toe shoe with a navy outsole. It will feature a heel counter with a gold pin depicting the iconic Golden Bear logo and the Jack Nicklaus Signature trademark on the outsole.
The Heritage Malaga ($449 USD) is a white, wingtip shoe showcasing the Golden Bear logo in the center of the outsole. The Legacy Pro and Heritage Malaga are both full-grain leather and water-repellant and equipped with FTS 3.0 cleats by SoftSpikes.
All Boxto shoes are manufactured in Leon, Mexico. Located approximately 200 miles northwest of Mexico City, Leon is best known for its nearly 500-year-old leatherworking heritage.
It is anticipated that initial orders for the Nicklaus-branded Legacy Pro and Heritage Malaga will begin shipping in April 2024.
The brand’s commitment to craft and customization is epitomized by ambassador relationships with major champion and 2024 Presidents Cup captain Jim Furyk, PGA Tour winner Kurt Kitayama, and LPGA star Charley Hull.